Many marketing experts agree that there are three key components to any successful marketing campaign: Product, brand, and positioning. But which is most important? Vikram Singha, co-founder and marketing director at Atlanta-based GlobalEnergyTalent, is convinced it’s positioning. “At the end of the day marketing’s role is to tell the organization’s story — to prospects, customers, employees, and different stakeholders in the market at large,” Singha explains. “Once you sell the vision, then it’s easier to make the transactional sale, whether it’s a product or service.” At his current “gig,” Singha is part of a start-up providing recruitment, training and consulting for the energy industry worldwide. “We’re competing with both large global generalists as well as regional specialists,” he says. To separate his firm from the pack, the marketing is squarely focused on positioning, with a message that taps into one of his prospects’ chief problems — a thin talent pool. “The only way we can get access to decision makers is to focus very specifically in one vertical domain and immediately connect with a pain point that most in the industry are generally aware of but usually don’t verbalize — lack of technical talent and the process to fill the crew gap. We’ve done this in a variety of ways and channels, and as result have entrée (and ongoing projects) at quite a few global oil majors that wouldn’t have given us the time of the day if our story was uni-dimensional.” Go to: Spatially Relevant

Posted December 16th, 2008 under Intellectual Property Marketing

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